Global packaging trends that moved the market in 2025

Packaging is no longer judged based on shelf impact but on compliance, material responsibility, transparency and connectivity. From PPWR-driven label redesigns and the rise of compostable and paper-based alternatives, to traceability, digital product passports and interactive packaging, brands are being forced to rethink how packaging communicates, performs and engages.

Global packaging regulations

Several countries updated their packaging regulations to meet the urgent requirement of sustainability. Notably, the PPWR came into force in 2025 in the European Union, marking a monumental shift in the European packaging landscape. Sustainable packaging is no longer optional. Regulations such as the PPWR and German Ink Ordinance are making it essential for brands and the packaging industry to adopt recyclable and reusable materials, while phasing out problematic materials such as PFAs.

“This regulatory shift has a direct impact on packaging and label design, as a growing amount of mandatory information must now be displayed on-pack”

This regulatory shift has a direct impact on packaging and label design, as more mandatory information must now be displayed on pack. Under the PPWR, brands are also required to include specific details related to packaging recyclability, further influencing how labels are designed and produced.

The How2Recycle program also transitioned from its Legacy recycling labels to the new How2Recycle Pro Labels, designed with updated symbology and clearer instructions to improve consumer understanding and support regulatory compliance.

Compostable and mono-material packaging

Compostable and mono-material packaging also took center stage in 2025, as brands increasingly explored alternatives to plastic packaging, which continues to face growing pressure worldwide. With consumer awareness rising and regulations tightening, demand has increased for packaging that helps divert waste from landfills while supporting broader sustainability goals. These materials are particularly well-suited to food packaging applications. Mono-material packaging simplified structures to improve recyclability. By using a single material instead of complex multi-layer combinations, packaging becomes easier to sort, recycle and process within existing waste streams.

In response, manufacturers are innovating across every aspect of the packaging value chain. For example, Bio4Life developed a home-compostable pressure-sensitive adhesive, which also won the L&L Sustainability Award during Labelexpo Europe 2025 for its efforts to make compostable packaging more accessible and easier to implement.

Paperization

Paperization emerged as a key packaging trend in 2025, as brands accelerated the shift away from plastic toward paper-based alternatives. Paper with advanced barrier coatings is increasingly being developed to deliver more sustainable packaging while meeting functional performance requirements. Consumers also tend to perceive paper packaging as more environmentally friendly, further reinforcing its adoption.

Regulatory pressure is intensifying this transition. Under the EU’s PPWR, packaging must be recyclable by 2030, with strict limitations on multi-layer plastics. In China, e-commerce platforms are required to meet mandatory targets for recyclable or biodegradable paper packaging starting in 2025. In the US, states such as California and New York are phasing out single-use plastics, pushing food service and delivery brands toward paper bowls, cups and other alternatives.

Traceability

As regulations increasingly mandate recyclability, transparency and accurate on-pack information, traceability has become non-negotiable for brands and converters alike. A key driver of this shift is the introduction of Digital Product Passports (DPPs), which require detailed, standardized data on packaging materials, composition, recyclability and environmental impact to be accessible across the value chain. The regulation is enabled through QR codes, data carriers and connected packaging technologies. DPPs support regulatory compliance, improve recyclability labeling accuracy and help brands ensure sustainability claims.

Connected packaging

Technologies such as QR codes, NFC and augmented reality are also bridging physical products with digital experiences, enabling brand storytelling, personalized content and enhanced transparency.

Connected packaging addresses regulatory compliance and consumer trust. The GS1 Sunrise 2027 initiative drives the transition to QR codes by 2027, and the importance of meeting regulations such as the DPP and EPR will further propel this trend.

Supported by IoT, AI and blockchain, connected packaging enables real-time tracking, authenticity verification and richer consumer engagement, while also delivering valuable data and supply chain insights for brands.

Interactive labels and packaging help brands build customer loyalty through immersive unboxing experiences and provide product and recycling information.

“Nearly all brands surveyed plan to increase investment in connected technologies like NFC and QR codes, especially to support sustainability and ESG initiatives”

Collaborative research by SharpEnd and Fedrigoni highlighted that connected packaging is now seen as critical to brand strategy among UK and US companies, with the vast majority viewing it as essential for marketing and data collection.

Nearly all brands surveyed plan to increase investment in connected technologies like NFC and QR codes, especially to support sustainability and ESG initiatives. Alcoholic beverages, CPG and healthcare sectors are leading adoption, with strong uptake of NFC for engagement and QR codes for consumer information. While QR codes remain the most widely recognized technology, brands are increasingly willing to invest in NFC and other connected solutions to enhance customer experience and share sustainability credentials.

Many anticipate that digital triggers on packaging will become mandatory for things like sustainability information, authenticity and provenance.

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